I have decided to redesign the Jif PeanutButter jar. I think it has been the samefor too long and is becoming stale toits current audience as well as the newgeneration of audience that is beingushered in.
It seems as though the onlydemographic that buys Jif anymore is theolder moms who were around when it’sadvertising was stronger. However, nowthat a newer generation is emerging, anew design and advertising plan must beemployed. This is where my idea comesinto play.
Jif was created by the J.M. Smuckercompany in 1958. The Smucker family isknown for many of their delicious fruitspreads, packaged coffee, shorteningsand oils, ice cream toppings, naturalfruit juice and, of course, peanut butter.The Jif Extra Crunchy variation wasa hit in 1991 due to it’s fresh roastedpeanut taste and balance of creamy andcrunchy and has been at the top of themarket ever since then. Lately, it’s designhas been stagnant and deserves somesprucing up to ensure the legacy of Smuckers’ creation.
The Big Idea:
The original package for Jif peanutbutter is a cylindrical screw-on top witha label which wraps around the middlesection and glues together, much like awater bottle label. The cylindrical jar ismade from a translucent plastic. I wouldlike to bring it to it’s roots by putting iteither in a glass jar or a different colorof plastic, perhaps completely opaque. Iwill make it so that the opening is largeron top, making it less mess to scoopthe peanut butter from the bottomor sides of the jar. I will maintain thelabeling and it’s colors but lay them outin a different fashion with more contrastand readability. I will maintain the thick lettering to still capture some of itscurrent appearance. It will look similar,
yet more cohesively fuent in its design.